Beyond Words: Analytics and PPC in Action

Ease Your Visitors Into Your Conversion Path

Agency Dashboard Improvements

We have brought thought leaders, influencers, visionaries and veterans to our tribe. Now it’s your turn. If you have something worthwhile to share with a large community of savvy testers, go ahead and pitch your post idea. We’re listening.

Analytics allows you to set your goals and adjust them accordingly. This is your window to view the opportunities that the market is presenting. It measures and it analyzes all data in your website. PPC is the tool that makes analytics more interesting. It promotes your website so there is more to your analytics side. Analytics will help you understand the conversion process a little bit more. When a visitor is spending so much time on your site before finally converting, when they are visiting too many websites before arriving at your page – what does these mean? Are the PPC ads working? Where do you need to initiate a process change so you can increase your conversion rate?

Analytics allows you to set your goals and adjust them accordingly. This is your window to view the opportunities that the market is presenting. It measures and it analyzes all data in your website.

A recent webinar hosted by KISSmetrics and presented by Matt Umbro of Hanapin Marketing shared insights on the importance of understanding the relationship between analytics and PPC. As a company, we at Convert value the importance of analytics and PPC, and we are here to share with you some stuff we learned during the webinar.

As far as relationships go, there is just no way you can separate one from the other. To most people, analytics is simply Google analytics. Having one installed makes your work easier because this can basically do most of the work – linking the ad words, e-commerce tracking and setting up the channel groups. No need to spend much time thinking about the analytic tactics because you already have Google – what more can you ask for?

Setting Up Your Analytics and PPC

Proper tracking makes your work easier because you know where to focus most of your efforts to achieve the conversion that you are aiming for.

There are many analytics tactics that you can choose from once you have everything set-up. Building the analytics and PPC can be done from scratch, or continue where someone left off. If you are a newbie in this field, below is the step by step guide to help you set-up your analytics and PPC:

Lead tracking report – run this report to check if conversion data like analytics and PPC are already in place.

Review the tagging done in analytics – the procedure is basic; if you already have an account, you can link the AdWords to Google analytics, if not you will need to follow a step-by-step procedure to set-up an account.

Create the URL tagging – the URL tagging needs to be customized to avoid showing up as organic and affect your SEO traffic.

It is not enough that you know – you need to think, you need to implement or execute and you need to act and monitor the changes.

Ensuring that Google analytics is set up properly and that there are links between the search programs – success or higher conversion rate could be within your reach. There is no easy path to yield a higher conversion because the road down there can be a little tough. It is not enough that you know – you need to think, you need to implement or execute and you need to act and monitor the changes. It is a cycle – with success always waiting at the end.

Originally published May 07, 2015 - Updated September 28, 2018

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As Customer Content Manager, Lem is responsible for bringing learnings in conversion optimization and testing to the world. He is part of Convert.com's growth team and coordinates all writers, editors and illustrators.

We have brought thought leaders, influencers, visionaries and veterans to our tribe. Now it’s your turn. If you have something worthwhile to share with a large community of savvy testers, go ahead and pitch your post idea. We’re listening.